Definition
A system for ranking leads by fit and engagement, so sales effort goes to the prospects most likely to convert first, instead of treating every lead identically.
A basic score combines two inputs: how well the lead matches the ICP, and how much they've actually engaged (opens, replies, meeting requests). A lead that's a perfect ICP fit but silent scores lower than an imperfect fit who's actively replying, because engagement is the stronger near-term predictor of a closed deal.
Where this comes from
Read: The 7 B2B Lead Gen Metrics That Actually Matter